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Editor's Comment
BY GARY THORNTON
Is your poultry
production business
'new normal'?
Consumer-led disruptions are the "new normal" for the poultry business. What
are these consumer-led disruptions? They are the shifts in consumer attitudes
that are driving demand toward natural, antibiotic-free, free range, non-GMO,
organic products and more.
Consumers care about an evolving set of values that drive their purchasing behavior. These include such things as how poultry producers treat their workers and evolving issues related to their social responsibility and that of their supplies and customers.
Today, about half of U.S. consumers say they pay more attention to these
evolving drivers than to the traditional drivers like taste, price and convenience.
Poultry producers have to develop strategy to cope with this new market reality
- what is being called the "new normal."
Consumer values shifting, impacting poultry worldwide
Jim Sumner, president of the USA Poultry & Egg Export Council
(USAPEEC), and the president of the International Poultry Council (IPC),
recently said this new normalcy is a worldwide challenge. "The IPC just submitted testimony to CODEX [Alimentarius] concerning new regulations and
standards for the use of antibiotics [in poultry] and the development of antibiotic
resistance. So if [the poultry industry is] not a part of that decision making process we are going to be the victim of that decision-making process."
Sumner identified other poultry business disruptors, including the growing
demand for cage-free eggs and slow-growing broilers. He said, "We can't turn
our backs on these issues for a moment."
He is right, of course, and what's more, poultry producers need to better understand the evolving drivers and integrate this understanding into an overall business
strategy. Moreover, poultry producers have to find ways of building trust with consumers - even at a time when there is growing general consumer distrust of business.
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Realistic strategies to deal with market disruption
In an effort to identify ways of addressing these shifting consumer food
values, the Food Marketing Institute and Grocery Manufacturers Association
collaborated with Deloitte Consulting in a survey last year of 5,000 consumers
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www.WATTAgNet.com ❙ August 2016

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